Many people like to drink to entertain themselves, whether it's a holiday or a gathering of friends. This is a very good opportunity for wine companies. By cooperating with Shanghai planning company, companies can spread the brand of wine, which can arouse consumers' interest and increase the purchasing power of wine. But if you want to enhance the brand value, then it is a very good way to integrate culture into drinks. Then let's learn how to write a wine marketing plan.
(l) Integrate the image of a historical and cultural celebrity with the corporate brand image, explore relevant cultural connotations, folk customs and historical background, and communicate with consumers through culture. For example, Sichuan "Wen Jun" wine, by endowing the wine with the elegant demeanor of Sichuan talented woman Zhuo Wenjun and an eternal love story, has made the marketing power of Wenjun wine rise significantly.
(2) Fully tap the historical stories and legends of wine and articles and Chinese martial arts in the long history, and strive to arouse people's good habits of advocating culture, science, justice, health, superior country and people and serving the country with blood. Shandong "Jingyangchun" wine, with the help of the well-known historical story of "Wusong killing a tiger", gives it a cultural atmosphere that is not afraid of violence and is healthy, which has stimulated the drinking needs of many men. The touching story of Kweichow Moutai winning glory for our country at the Basanma World Expo, the beautiful talk in the Long March of the Red Army and the wonderful stories in various important diplomatic occasions in New China made Kweichow Moutai have a new culture.
(3) Let wine become attached to "emotion" and "righteousness" in China traditional culture, and realize the emotional marketing of cultural wine. In the traditional culture of China, brothers should drink alcohol when they become sworn friends, and relatives and friends should drink alcohol when they get together. Therefore, wine is a symbol or incarnation of friendship, and it is appropriate to vent a noble and pure family affection and friendship, which can make the brand take off. For example, the market positioning of Shandong "Xilinmen" wine is a kind of "festive wine". The original idea is that "Xilinmen" wine will be seen in all kinds of festive occasions, such as opening ceremony, gathering of friends, to be no.1 and wedding candles. The appeal of Guizhou's "green wine" is also "drink a cup of green wine and make friends", which finally makes it an inevitable choice for friends to get together.
(4) While developing products with high technology, we should excavate local traditional brewing techniques and combine them to form unique brewing techniques. For hundreds of years, Kweichow Moutai has always adhered to the unique brewing technology and advanced production technology, and its quality has further consolidated the status of national wine.
(5) product packaging should not only reflect the ancient local features, but also reflect the profound and elegant culture of historical celebrities, and reach the elegant level through the atmosphere.
(6) Do a good job in product diversification and series development, so that the product series can support the rich history and culture. For example, in recent years, Sichuan Wuliangye Winery has made great efforts to play a cultural card by continuously launching a series of products, and has also received good marketing results. "five grains drunk"-five grains made; "Wuliangchun"-the show, "Five Lakes Liquid"-Liuyang River Celebrated by the Four Seas-folk songs and fine wine.
(7) design a brand-new sales network and sales strategy, launch an advertising promotion combination that conforms to the rules of brand operation, launch the brand and open the market. In short, the shaping of cultural wine needs both momentum and momentum. The excavation and refining of culture is a process of momentum, while the establishment and promotion of cultural elements is a process of momentum.
At present, the competition in the wine industry is also very fierce. If you have no characteristics and your own culture, you will soon be defeated by your competitors. Therefore, if enterprises want to make their drinks more distinctive and be liked by more consumers, they need not only to improve their brewing technology, but also to incorporate some cultural characteristics, so as to be welcomed by more people.